Académique Documents
Professionnel Documents
Culture Documents
The Values Consumer Needs The Firms Purpose: What the firm is going to do The Firms Objective: How the firm is going to accomplish its purpose
The Marketing Plan Establish the marketing mix Analyze the current market situation, the opportunities and issues, the implementation, finance, and the control
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Assignment of responsibilities, tasks and timing Awareness of problems, opportunities and threats Essential marketing information may have been missing if implementation is not carefully controlled by managers, the plan is worthless!
People Process
Marketing Strategy
Target Market Strategy
Marketing Mix
Product Promotion Place/Distribution Price
Segmentation
Demographic Socio-economic Geographic Psychographic Benefits based Usage based
Targeting
Profitability ,viability, Accessibility, Size of segment Undifferentiated marketing Differentiated marketing Concentrated marketing Niche marketing Positioning
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